Only two years ago, we wrote a blog post introducing Google’s new generative AI search features. Today, Google Search is continuing to expand its AI capabilities. Let’s talk about some of the new features that were introduced last month, and what’s next.
AI Mode is probably the biggest change to Search that Google has introduced in this update. What began as an opt-in test has now rolled out to all U.S. users, allowing people to ask Google complex questions and receive summarized answers that pull from a variety of sources. According to Google, this mode breaks a user query down into “subtopics”, and then issues multiple queries on the user’s behalf.
Included in this AI Mode will be the ability to visualize datasets and create custom graphics, as well as the ability to find tickets or appointment/reservation slots in real time.
This new feature claims to allow users to browse online with more efficiency. With AI Mode Shopping Experience, a user can narrow down choices and track pricing on specific products. By uploading a photo of themselves, users can also try on listings virtually.
Deep Search is also a part of AI Mode, and conducts more thorough searches on behalf of users who seek a more detailed response. While AI Mode might pull from a handful of relevant sources, Deep Search might pull from hundreds.
Users can now use their camera to get help from Search in real time. With Search Live, users can “show” Search what they’re seeing, ask questions, and receive timely responses. This feature, which is accessible from AI Mode of Google Lens, can be used to identify objects or assist with projects.
According to Google, AI-powered features like AI Overviews are popular in large markets like the U.S., and users are happier with their results. Google has seen a large uptick in queries that show AI Overviews – over 10% - and the company expects this trend to continue. Still, there are questions surrounding AI’s energy demands and the accuracy of AI-generated results like the ones AI Mode might produce. Google’s AI tools continue to include disclaimers that they may make mistakes as the company works to improve its AI’s accuracy and incorporate user feedback.
Google says that AI Mode will soon include personalized suggestions based on previous searches. Users will also have the option to integrate other Google apps like Gmail. Google shows no signs of slowing down its investments into AI tools, and we can expect to see even more new features in the near future.
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As Google continues to change the way people use its search engine, SEO strategists are responding by changing the way they optimize websites for organic search. Read our blog post on GEO, and subscribe to our newsletter for weekly marketing insights and trends.
